Engaged View Rate Analysis

1. A method, comprising: providing, by the data processing apparatus to a user device of a user, skippable content items that are each a video that plays before presentation of another video that was selected by the user, that each include an initial portion that is not skippable and a remaining portion that the user can skip after the initial portion of each skippable content item plays on the user device, and that is from a given content category; determining, by the data processing apparatus and for the user, an aggregate engagement level with the skippable content items from the given content category based on the remaining portions of the skippable content items that were presented at the user device based on the user skipping the remaining portions of the skippable content items; determining, by the data processing apparatus and for the user, an interest score for the given category based on a comparison of the aggregate engagement level to a population engagement level with skippable content items from the given content category, the population engagement level reflecting a portion of other users who skip, before other videos selected by each user of the population, the remaining portions of the skippable content items from the given content category; determining, by the data processing apparatus, that the interest score of the user for the given category is below a specified threshold; and in response to receiving a subsequent request for a content item from the given content category and based on determining that the interest score for the given category is below the specified threshold, distributing, to the user device, a non-skippable content item from the given category.

2. The method of claim 1 , further comprising: determining, by the data processing apparatus and for the user, that the interest score for a different content category is above the specified threshold; and in response to receiving another subsequent request for a content item from the given content category and based on determining that the interest score for the different category is above the specified threshold, distributing, to the user device, a skippable content item from the different category.

3. The method of claim 1 , further comprising: in response to receiving another request for a content item from the user device, selecting, by the data processing apparatus, one of a plurality of content categories based on the interest score of a particular content category; and presenting, by the data processing apparatus, a content item from the one of the plurality of content category to the user device.

4. The method of claim 1 , wherein determining the aggregate engagement level comprises: receiving, from the user device, an indication that one of (1) a skip pixel associated with skipping a given skippable content item was activated at the user device, or (2) an engaged pixel associated with the given skippable content item reaching a threshold portion of presentation at the user device was activated at the user device.

5. The method of claim 4 , further comprising: including the skip pixel and the engaged pixel in the given skippable content item for activation; and encrypting the skippable content item.

6. The method of claim 5 , further comprising: prior to determining the aggregate engagement level, receiving, by the data processing apparatus, skippable content item information from the user device; and decrypting, by the data processing apparatus, the skippable content item information, the skippable content item information specifying whether the skip pixel or the engagement pixel were activated.

7. The method of claim 1 , wherein determining the interest score comprises normalizing the interest score of the user for the given content category prior to comparing the interest score to the specified threshold.

8. A system, comprising: a processor; and a computer-readable medium coupled to the processor and having instructions stored thereon, which, when executed by the processor, cause the processor to perform operations comprising: providing, by the data processing apparatus to a user device of a user, skippable content items that are each a video that plays before presentation of another video that was selected by the user, that each include an initial portion that is not skippable and a remaining portion that the user can skip after the initial portion of each skippable content item plays on the user device, and that is from a given content category; determining, by the data processing apparatus and for the user, an aggregate engagement level with the skippable content items from the given content category based on the remaining portions of the skippable content items that were presented at the user device based on the user skipping the remaining portions of the skippable content items; determining, by the data processing apparatus and for the user, an interest score for the given category based on a comparison of the aggregate engagement level to a population engagement level with skippable content items from the given content category, the population engagement level reflecting a portion of other users who skip, before other videos selected by each user of the population, the remaining portions of the skippable content items from the given content category; determining, by the data processing apparatus, that the interest score of the user for the given category is below a specified threshold; and in response to receiving a subsequent request for a content item from the given content category and based on determining that the interest score for the given category is below the specified threshold, distributing, to the user device, a non-skippable content item from the given category.

9. The system of claim 8 , further comprising: determining, by the data processing apparatus and for the user, that the interest score for a different content category is above the specified threshold; and in response to receiving another subsequent request for a content item from the given content category and based on determining that the interest score for the different category is above the specified threshold, distributing, to the user device, a skippable content item from the different category.

10. The system of claim 8 , further comprising: in response to receiving another request for a content item from the user device, selecting, by the data processing apparatus, one of a plurality of content categories based on the interest score of a particular content category; and presenting, by the data processing apparatus, a content item from the one of the plurality of content category to the user device.

11. The system of claim 8 , wherein determining the aggregate engagement level comprises: receiving, from the user device, an indication that one of (1) a skip pixel associated with skipping a given skippable content item was activated at the user device, or (2) an engaged pixel associated with the given skippable content item reaching a threshold portion of presentation at the user device was activated at the user device.

12. The system of claim 11 , further comprising: including the skip pixel and the engaged pixel in the given skippable content item for activation; and encrypting the skippable content item.

13. The system of claim 12 , further comprising: prior to determining the aggregate engagement level, receiving skippable content item information from the user device; and decrypting the skippable content item information, the skippable content item information specifying whether the skip pixel or the engagement pixel were activated.

14. The system of claim 8 , wherein determining the interest score comprises normalizing the interest score of the user for the given content category prior to comparing the interest score to the specified threshold.

15. A computer-readable medium having instructions stored thereon, which, when executed by a processor, cause the processor to perform operations, comprising: providing, by the data processing apparatus to a user device of a user, skippable content items that are each a video that plays before presentation of another video that was selected by the user, that each include an initial portion that is not skippable and a remaining portion that the user can skip after the initial portion of each skippable content item plays on the user device, and that is from a given content category; determining, by the data processing apparatus and for the user, an aggregate engagement level with the skippable content items from the given content category based on the remaining portions of the skippable content items that were presented at the user device based on the user skipping the remaining portions of the skippable content items; determining, by the data processing apparatus and for the user, an interest score for the given category based on a comparison of the aggregate engagement level to a population engagement level with skippable content items from the given content category, the population engagement level reflecting a portion of other users who skip, before other videos selected by each user of the population, the remaining portions of the skippable content items from the given content category; determining, by the data processing apparatus, that the interest score of the user for the given category is below a specified threshold; and in response to receiving a subsequent request for a content item from the given content category and based on determining that the interest score for the given category is below the specified threshold, distributing, to the user device, a non-skippable content item from the given category.

16. The computer-readable medium of claim 15 , further comprising: determining, by the data processing apparatus and for the user, that the interest score for a different content category is above the specified threshold; and in response to receiving another subsequent request for a content item from the given content category and based on determining that the interest score for the different category is above the specified threshold, distributing, to the user device, a skippable content item from the different category.

17. The computer-readable medium of claim 15 , further comprising: in response to receiving another request for a content item from the user device, selecting, by the data processing apparatus, one of a plurality of content categories based on the interest score of a particular content category; and presenting, by the data processing apparatus, a content item from the one of the plurality of content category to the user device.

18. The computer-readable medium of claim 15 , wherein determining the aggregate engagement level comprises: receiving, from the user device, an indication that one of (1) a skip pixel associated with skipping a given skippable content item was activated at the user device, or (2) an engaged pixel associated with the given skippable content item reaching a threshold portion of presentation at the user device was activated at the user device.

19. The computer-readable medium of claim 18 , further comprising: including the skip pixel and the engaged pixel in the given skippable content item for activation; and encrypting the skippable content item.

20. The computer-readable medium of claim 15 , wherein determining the interest score comprises normalizing the interest score of the user for the given content category prior to comparing the interest score to the specified threshold.